How to Apply The 8 Ps of Marketing To Your Estate Agency Digital Marketing Efforts

Did you know that a staggering 6.5 million people browse properties online every day in the UK?

So it’s fair to say that as an estate agent, getting your properties found matters more than ever. Not only is there a big audience out there, but there’s also lots of competition from other agents. 

How you make online property listing success happen is by developing a solid digital marketing strategy. To help you do this, we want to turn your attention to the alphabet. Specifically, the letter P. 

While the only ‘P’ you might be thinking about is property – we actually have another 8 Ps to get your said properties sold or let quicker. 

Based on our own experience as digital marketers and property experts, here is what we think estate agents can benefit from knowing the most.  

Product


The first P is product, and the product you’re selling is property. 

For you to be able to market a property well, you have to take the time to understand it.

Some aspects you might want to think about include:

  • What makes that property special?
  • What does the area have to offer?
  • Who is the target market?
  • What is the long-term potential of the property?

Everything that answers the above questions will inform every other P on our list. 

So definitely don’t treat every product (property) the same. Instead, your marketing strategy needs to be tailored to each property you sell. This will give you the starting point for your campaign along with how you will structure your approach. 

Price

There is a lot that goes into pricing a property, and for the most part, there’s not a lot you can do to change what a property or even a piece of land should cost. 

However, seeing as the price is the first detail that most people will look at first on a property listing, it has to make sense. Not only that, but the way the property is marketed should also reflect the price. 

Place

The ‘P’ of place can refer to where your products are being sold, but also where they are listed online. 

Starting with the area your property is based in, there’s a lot you can do when marketing the property to really tap into the wants and needs of your buyers. 

Sharing your local knowledge is actually where you can have one of the biggest impacts within your marketing campaigns – especially when trying to compete with national or online-only property websites. So think carefully about what details or nuggets of information may just do the trick.

In terms of where you promote your listings – you have to think broadly, and you also need to consider all of the places where your audience may hang out online. 

If you’re not sure, the ability to keep up with the latest digital marketing platforms and trends is where hiring an expert can be invaluable. 

Promotion 

Property is the biggest and most important purchase most people will ever make. Yet, when it comes to marketing a property – it’s so very easy to get it wrong as an estate agent. 

Everything from poorly written copy to less-than-flattering photography can ruin the potential of a listing. 

But beyond this, a non-functional website along with a lack of a proper marketing strategy can all harm how the product comes across, and even who gets to see it. 

So definitely make sure you’re investing in your property promotion. 

People

People refers to all those involved in your digital estate agency marketing. 

In today’s times, this can include the likes of copywriters, photographers, videographers, drone operators, website editors and social media marketers. You may also have a marketing agency that specialises in property such as Distribute Digital which takes care of some of these aspects for you. 


Whoever represents your team, they should all sing from the same hymn sheet to ensure solid messaging at every turn.

Positioning

Positioning considers who you are speaking to so that your marketing efforts directly align with your audience. 

Imagine a doer-upper home as an example. You’re probably going to want to tailor the marketing to developers or anyone not afraid of a project, rather than families who want a ready-made home to move straight into.

So it makes sense to think about this within your marketing, both in terms of the campaign messaging along with how you segment your audiences. Doing so will make your marketing far more effective because you’re targeting the right people with the right messaging. 

Processes

Your digital marketing campaigns don’t happen by magic. Instead, there’s a process behind how your content is created and shared. The question is, could your process benefit from any refinements to make it more effective? 

Also, how can you ensure consistency in your process across your whole team? 

Beyond marketing, there is also the process of customer service and how this is delivered digitally. So there are a lot of fundamentals to establish here to ensure your brand voice remains both strong and consistent. 

Performance

Performance is integral to every business type including estate agents. For your business, the speed at which you can sell or let a property (along with the price) directly correlates with your ROI. 

When you list a property for let or sale online, you can see the types of engagements that listing is getting. 

Some of the conversional actions you might want to track include clicks, page dwell times, page shares, form completions, email enquiries or calls to your office. 

It’s important to take the time to not only measure the performance of your digital marketing, but also understand what works and why. Plus, take action when a listing isn’t performing as expected. 

Never losing sight of performance is also how to distinguish your estate agency from your competitors. Plus, keep your clients on side and even earn repeat business. 

Distribute Digital – Digital Marketing For Estate Agents

Do you own an estate agency? If so, you could just benefit from the unique expertise Distribute Digital has in both the property industry and digital marketing. 

Discover our digital marketing for estate agents to see the kinds of services we offer our clients in the property sector. 

As digital marketers, we can connect your properties with buyers in many ways. This includes content marketing, SEO, PPC, social media marketing, web design and much more. 
Let us know how we can help you by dropping us a message.

Keisha - SEO Account Manager

Keisha is a driven SEO Account Manager with a person-centred approach and a degree in Business Psychology from the University of Worcester. Keisha has extensive client service experience and excellent organisational skills.

Find out how we can help your business grow

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